Renault Kadjar Advert: Beach House

Renault Kadjar Advert: Beach House

The Renault Kadjar advert. I hate everything about it. The basics – the look, the car’s annoying name (what is that “d” in there for?), the fact the ad says nothing about the car at all – are awful, but then they are for 90% of car ads. But this single 30 seconds is so, SO much worse.

I hate the music – a phenomenally bad choice (a Chris Isaak song for a start) and terribly edited. I hate the Michael Bay cinematography. I hate how out-of-sync the dialogue is, which is especially weird since it’s clearly been filmed in English, so presumably the actors were aware of how terrible this was going to be and did it deliberately badly in the hope it wouldn’t be used, like Harrison Ford doing the voiceover for the end of Blade Runner.

But most of all I hate the couple in it. I hate everything they stand for and care about, although since that is clearly only themselves that’s not necessarily that much. I hate their “relationship”. I hate the way the dog is the equivalent of the furniture to them. I hate the look on the bloke’s face when he says “we’ll think about it” – said in the same way Donald Trump would look at a desperate Russian prostitute who’s just meekly voided both her bladder and dignity for his pleasure, and has had to request payment for such a service whilst surrounded by heavily armed Secret Service agents.

Renault Kadjar Advert: Beach House

I hate the way it treats divorce as if it’s just a stupid game about money and who-gets-what and not a cripplingly distressing period in which (speaking from personal experience) everyone feels thoroughly miserable, depressed and regrets all their mistakes, which I guess actually makes the ad some sort of uber-metaphor for the Brexit negotiations. Which now that I write that seems apt, since the couple are clearly so self-absorbed, deluded and consumed by their own mistaken belief in their magnificence that they end up fucking themselves just because they can.

The thing is that it’s one of only about five adverts (a roster that distressingly also includes the rapping Windows teacher) that feature on 4OD at the moment. So whereas on TV you’d maybe be unlucky to see an annoying ad a couple of times in an evening, I’m subjected to this three times an hour when I’m catching up on Come Dine With Me.

It makes me actively despise Renault. It makes me despise all 128,400 people who work for Renault (even that lovely Robert Kubica). It makes me despise everyone related to any of those 128,400 who work for Renault. It makes me despise anything Renault have ever contributed to global output.

It is so bad it makes me want Kim Jong-un to start testing his nukes on France. Thanks to the logo on the nose of that stupid red thing, I’ve even taken against quadrilaterals.

They did, indeed, do a bad, bad thing.

* Thanks to an anonymous – and very concerned – reader who sent this in

Best Car Adverts of 2011

Best Car Adverts of 2011

Cars adverts are generally better than the average advert – and that should come as little surprise. If you’re trying to sell something that costs £20,000 you need to be pretty good at selling. And it helps if you have ten million to blow on your campaign.

The industry had something of a hair shirt on this year, so grandstanding adverts were in short supply. Moreover, one of our featured adverts really does reference the recent scare that car-makers went through, when highlighting Chrysler’s rebirth.

What’s more, we haven’t had much from Honda recently, past masters of the car advert, so there’s been a lack of genuine knock-outs. Still, if we look across the pond we can find real quality.

These are the best car adverts of 2011.

Nissan Leaf – Gas-powered Everything Advert

Genius – or disingenuous. Whether you agree with the message behind this advert for the electric Nissan Leaf it’s fair to say it highlights the propaganda – no emissions! – about electric vehicles pretty well.

Of course, all that energy needs to be generated somewhere so it’s rather misleading, but if your aim is to suggest that ICE cars are dirty and ridiculously inefficient – and electric cars are the exact opposite – this ad does a pretty good job.

Chrysler Eminem Advert

Chrysler finds some fighting spirit and restores some pride in Detroit’s rich history. This ad, which wowed viewers during the Superbowl, provides a defiant statement that the US is back in business and mines a rich seam that references America’s blue collar and fearsome industrial history.

It looks amazing, its well-constructed and, even though its worth pointing out that Chrysler has been rescued by a bunch of polo-necked Italians, the advert’s so good it seems churlish to reference it.

Chrysler is back, it says, and we mean business.

Volkswagen – The Force Advert

Although I’d question whether this really works as a way of showing off a car – and difficult to place a particular product within the ad (it’s the new Passat by the way), but who cares with 40 bazillion views?

Skoda Superb – Glasses Advert

A lovely little spot that had the very poor fortune to be out at the same time as another advert that featured people making noises with glasses.

Even so, it’s another score for Skoda, who’ve had a good run with their adverts for the Fabia and Fabia VRS.

Renault Megane Advert

Despite some of the worst dubbing ever, this one’s a smart, funny little spot for the Renault Megane that provides a total swerve that’s rewarding and post-modern.

Cars ads always sold sex back in the day – and this one would have led to a bunk-up with a Megane sitting smugly outside a chic apartment building back in the day.

However, New Megane Man genuinely does just want to drive his car. Because it’s that good. But, just in case you are interested in pulling, the girls like it too. Score two for Renault.